304 Marketing Trends found for Media / Television


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Adland Slammed by Mothers Union for Commercialisation of Childhood

Trend Summary: In what might prove a serious blow to the UK's ad industry, Mothers' Union has publicly condemned the commercialisation of childhood.


Earlier this week the UK branch of Mothers’ Union asked members of the General Synod of The Church of England to heed concerns voiced by parents about the impact of advertising and commercialism on children and the consequent ...

[Estimated timeframe:Q3 2015 onward]

... well-being of the family.

In a debate chaired by the Rt Revd David Thomson, Bishop of Huntingdon, Mothers’ Union [MU] raised awareness of their Bye Buy Childhood campaign and called upon the Lords Spiritual to raise in Parliament the recommendations drafted by MU based on its recent research.

According to Rachel Aston, Social Policy Manager at MU: “Despite significant progress since our original research in 2010, we know that only 50% of parents feel equipped to manage the significant influence of advertising and the commercial world on their family."

"We want to ensure that parents are empowered to manage the impact of commercialisation, and that government continues to ensure that regulation is working and that industry follows the spirit, as well as the letter of the law when marketing and selling to children.”

Ian Barber, Director of Communications for the Advertising Association, represented the ad industry at the event. He assured those present: “When it comes to children’s well-being, everybody must be ready to play their part.

"The Mother’s Union has inspired a positive debate in our sector and UK advertising is committed to ensuring that marketing to children continues to be responsible and appropriate. Industry initiatives like Media Smart, created to help teachers and parents talk to children about advertising, are a great example of how we can make a real difference.”

Read the original unabridged AnglicanNews.org article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AnglicanNews.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6674

US Top Advertisers Spend Less, Spend Smarter

Trend Summary: Total adspend by the USA's 200 top national advertisers rose by just 2.0% in 2014 - not because of slashed budgets but savvier spending.


The annual Leading National Advertisers [LNA] report from US trade bible Advertising Age offers new evidence as to how blue-chip marketers get more bang for their billions of bucks by doubling down on digital efforts and slashing unnecessary costs from their marketing activities. While total US ad spending by the top 200 advertisers reached ...

[Estimated timeframe:Q3 2015 onward]

... a record $137.8 billion in 2014, the growth rate was the lowest since the ad-market recovery took hold in 2010.

The top 200 advertisers are under-represented in other (non-TV) measured media, accounting for less than 50% of expenditure.

As an exemplar, the two hundred LNA between them account for 41.9% of measured spending in magazines, 40.6% of internet display spending and 25.3% of newspaper spending.

TV (broadcast network, cable TV network, spot and syndicated) gobbled a massive 68.5% of the pie, with internet display representing just 7.2% and print media, radio and outdoor collectively took the remaining quarter: 24.3%.

As an expample of this trend to parsimony, Estée Lauder's exec VP-chief financial officer Tracey Travis told an investor conference last month: "This year our marketing investment will be flat spending as many of our fastest-growing brands do not require as much traditional advertising, and digital is becoming a larger share of our media mix."

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6668

US Marketers Demand More Bang for Their Bucks

Trend Summary: The 'Leading National Advertisers' report reveals how blue-chip US marketers vie to get more bang for their bucks.


The report, published annually by adtrade bible Advertising Age, reveals how leading national advertisers [LNA hereon] are getting more bang for their billions of bucks by doubling down on digital and taking unnecessary costs out of marketing. Although adspend growth rate grew by $137.8bn in 2014, this was the lowest growth rate since ...

[Estimated timeframe:Q3 2015 onward]

... the ad-market recovery in 2010.

In 2014 America's two hundred top-spending advertisers reduced their measured-media spend by 1.8%, with cuts in every major medium except broadcast network TV and cable TV.

Among the 200 LNA, the measured medium showing the sharpest decline is likely to raise more than a few adland eybrows: The top 200's spending on internet display advertising last year sagged by 13.3%.

However, the 200 LNA boosted spending on other forms of marketing by 6.5% in 2014.

The AdAge report refers to spending on other forms of marketing as 'unmeasured spending', referring to the difference between measured-media spending figures and a company's total US advertising and promotion outlays.

Total spending consists of expenditure in measured-media (calculated by WPP Group's Kantar Media) for eighteen types of traditional media, plus internet display spending) and Ad Age Datacenter's estimate of unmeasured spending (including digital formats such as search marketing, online video, mobile, unmeasured forms of social media -- and promotion, experiential marketing and direct marketing.

Read the orginal unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6665

'Big Three' US Marketers Call Media Agency Reviews

Trend Summary: An unprecedented number of the USA's highest spending advertisers are reviewing their accounts with media agencies.


According to a research note issued Friday by investment bank Morgan Stanley, an eye-watering $26bn in adspend is currently up for grabs. A number of major advertising media accounts are under review by such FMCG giants as Procter & Gamble, Unilever and Johnson & Johnson. In aggregate the review represents ...

[Estimated timeframe:Q2 2015 onward]

... the highest number of media-spend dollars hanging in the balance since 2012.

The Morgan Stanley analysis notes that only $700m of the billings currently at stake goes to agencies — an amount the banker deems “unnerving but surmountable.”

According to the report, the majority of advertising dollars shelled-out by marketers go to media owners, while only a meagre 3% is spent on agency fees and commissions.

There are several reasons why marketers are re-evaluating their agencies right now, among them a desire to reduce costs - often by slashing agency fees or consolidating the number of agency partners with whom marketers work. Another key factor in agency cutbacks is clients' drive to adapt to an evolving digital landscape.

There is also the perennial and thorny issue as to the transparency of agencies’ practices and compensation, particularly concerns about alleged rebates from media owners. However, Morgan Stanley doubts that this issue is a significant driver behind the current raft of media reviews.

Read the orignal unabridged WSJ.com article.


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Source: Blogs.wsj.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6660

Digital Dives Despite Rise in US Ad Volumes

Marketing Trend Summary: Although the volume of advertising in the USA increased in May, the exodus from digital media continues apace.


Following a seasonal pattern that has held sway during the past several years, the US advertising marketplace expanded in May despite April's hiccup. If the seasonal pattern continues, total ad volumes are predicted to decline this month (June) and onward through the summer, building again before heading into the fall when many major advertisers begin their ...

... seasonal marketing campaigns.

Viewed as a year-on-year basis, however, May’s total ad volume slid 2% from May 2014, suggesting a broader long-term shift toward non-traditional sources of marketing spending.

In fact, digital media spending expanded the most on a year-over-year basis, rising 24% over May 2014.

Within the overal digital arena, programmatic was one of the accelerating sectors, with ad exchanges and ad networks expanding 33% over May 2014.

The fastest growing sector, however, continues to be social, which expanded 59% year-on-year, due partly to an increase in programmatic trading via Facebook’s exchange.

Some of TV’s ad erosion is likely mitigated by a corresponding upsurge in digital video ad volume, which grew 29% in May 2014.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6652

TV Still Surviving Despite Online Challenge

Trend Summary: A new study of US local media reveals that 20% of advertisers responding to the survey intend to increase their TV ad budgets despite the relentless rise of digital media.


The report, conducted by Virginia-based Borrell Associates, which focuses on localised avertising media, surveyed 7,228 US businesses in the first and second quarters of 2015. Despite the rise and rise of digital media, the study reveals that 20% of the survey sample intend to increase their TV usage versus just 10% in the same period in 2010. Moreover, nearly the same percentage plan to ...

 

[Estimated timeframe:Q2 2015 onward]

... add to their cable TV budgets this year.

Despite which, digital campaigns still dominate the marketing strategies of these small and medium-sized businesses, with nearly 60% saying they intend to  increase media budgets in 2015 versus only 50% in 2010.

Mobile media will enjoy the greatest increase - leaping from near zero in 2010, with 50% of survey respondents claiming they will spend more in 2015.

Some 55% of these businesses already use online media, with the expectation that 80% will do likewise by the end of 2015.

Despite this apparent surge in confidence, Borrell says that its survey of the tax records of two million companies since 2004, suggests that overall "advertising is in decline". The report also reveals that "advertising as a percentage of gross revenues has declined from 1.19% in the 2004/2012 period to just 1.05% in Q2 2015.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6645

TV Ad Budgets Worldwide Hit As Digital Soars

Trend Summary: TV Budgets worldwide continue to be hit by rapid growth of digital media, especially in the USA.


The Headline Global Marketing Index [GMI] for May 2015, published by WorldEconomics.com, registered an index value of 55.6, indicating that marketing activity continues to grow worldwide. This expansion was evident across all regions, recording Headline GMI values of 55.9 (Europe),  56.0 (Asia Pacific) and 55.2 (The Americas). The survey also revealed ...

[Estimated timeframe:Q2 2015 - Q4 2016]

... that the allocation of marketing budgets assigned to TV fell further with an index value of 45.9, below the 50.0 ‘no change’ level.

May was the third successive month in which the value of the global TV index fell, as it did in each region, while Europe experienced feeble growth in the medium with an index value of 50.6, down by 1.1.

Revenues allocated to TV fell in absolute terms in the other regions. The plunge in TV’s share of marketing budgets was particularly severe in the Americas where an index value of 39.3 was recorded, down by 2.1 on the previous month.

Traditional media, TV, Out-of-Home, Radio and Press, continued to fall vis-à-vis the allocation of marketing budgets assigned to them worldwide. This decline is attributable to the rapid growth of Digital and Mobile advertising (via Internet) which, on an extrapolation of current trends, are collectively set to become the world's largest media segment by 2016.

Digital and Mobile advertising in May recorded global index values of 79.1, up by 0.7 and 75.6, up by 0.4, respectively.

Budgets allocated to these media continue to rise rapidly in all regions. In contrast, expenditure on Print continue to fall, recording a Global Index value of 32.1 in May. This pattern of decline was repeated across all regions.

According to WorldEconomics.com ceo Ed Jones: "The Headline Global Marketing Index reading for May indicates continuing growth in business activity."

He added: "Marketing Budgets are still expanding across the world apart from the Americas where spending has stagnated. The rising trend in spending on Mobile and Digital media has continued at the expense of TV and other traditional media.”

Read the original unabridged WorldEcomomics.com report.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WorldEcomomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6612

Online Video Ads Boost Traditional TV

Trend Summary: Traditional TV programmers and distributors in the USA continue to gain share and business from online video advertising.


According to FreeWheel, an online video management company owned by Comcast, the US-headquartered digital cable TV and high-speed internet giant, "authenticated viewing" during the first quarter of 2015 from MultiVideo Program Distributors (MVPDs) now accounts for 57% of ... 

[Estimated timeframe:Q2 2015 onward]

... all long-form and live viewing versus the same period in 2014.

FreeWheel claims this viewing is up more than threefold year-on-year.

The term "authenticated viewing" refers to traditional TV programmers and distributors programme output via TV Everywhere which, in order to access mobile and internet apps, users are required to sign-up to a traditional monthly pay-TV video service from a cable, satellite or telco operator.

FreeWheel reports that online video advertising views are up 43% and video views are 40% higher, year-on-year. Overall, long-form on-demand and live programming are respectively 50% and 140% higher.

Read the original unabriddged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6606

Marketers TV Budgets Sag Despite Global Optimism

Trend Summary: Although marketers' TV budgets have declined globally for the second successive month, optimism still reigns in the world's key markets.


In all of the three regions (Americas, Asia Pacific and Europe) measured in April by online marketing intelligence service Warc.com, the latter's Global Marketing Index (GMI) reveals that despite a decline in TV spending for the second successive month, overall marketing optimism ...

[Estimated timeframe:Q2 2015 onward]

... remains buoyant. 

Warc's headline GMI registered an average 56.5 points in April (in which a reading of 50 indicates no change and 60+ suggests rapid growth), signalling that marketers worldwide experienced increased business activity.

There were modest variances across the regions, with Asia-Pacific registering the highest headline GMI of 57.7 points, followed by the Americas (56.3) and Europe (55.8). These figures are based on a three month moving average to mitigate abnormal seasonal variations.

Compiled for WARC by London-based World Economics, the GMI provides a unique monthly indicator of the state of the global marketing industry because it tracks current conditions for marketers as well as their expectations for trading conditions, marketing budgets and staffing levels.

On the first of these measures, the global trading conditions index stood at 58.6, down 0.9 points from March, but still indicative of strong improvement. Asia-Pacific recorded the highest score of 60.9 in April, followed by Europe (57.7) and the Americas (57.4).

The staffing index, which reflects the number of staff hired compared to the same period last year, registered a value of 58.3 in April. Recruitment was particularly strong in the Americas, where the index registered 59.6, followed by Asia-Pacific (58.4) and Europe (57.5).

According to World Economics ceo Ed Jones: "Mobile and digital media continued to gain budget share while expenditure on TV fell as declining viewing suggests it may soon realise the same falling trend in absolute expenditure share experienced by other traditional media".

Read the original unabridged warc.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6587

Despite Broadcasters' Digital Fears, TV Is On Course for 'Golden Age'

Trend Summary: The USA's TV industry is currently at the top of its game, despite which content owners fear there's nowhere to go but down.


America's TV business is riding high at this moment in time, boasting "better than ever" content across the board. Yet many in the TV world feel threatened. Content owners and sell-side tech providers, for instance, worry that even with things as good as they are, there's a massive shift towards ...

[Estimated timeframe:Q1 2015 onward]

... digitalisation across the TV industry as a whole.

Terms like "programmatic," "RTB" and "exchange" trigger anxiety twitches on the faces of senior TV executives. 

However, according to Jeff Green, founder/ceo of The Trade Desk, a global demand-side platform in advertising's $5bn real time buying [RTB ] industry, there's no race to the bottom.

Just as content has entered a second golden age, media sales are integrating the best features of digital. Thanks to automation and addressability (a combination Green calls Advanced TV) content owners are going to make more money per advertisement than they do today.

The biggest myth on the buy side, believes Mr Green, is that Advanced TV will drive down CPMs. He posits: "That's just not the case. In fact, I routinely counsel advertisers that they should expect CPMs that are at least on par with, or even higher than, what they've paid in the past".

How could this be, he asks rhetorically?

  • "First, TV inventory is scarce. Automation won't change that—whether a deal is transacted face-to-face or algorithmically, the laws of supply and demand remain the same. So as long as there's a limited amount of television inventory—a reality that won't change anytime soon given the cost of producing and marketing programs—CPMs will remain strong."
     
  • "Second, Advanced TV buyers should expect higher CPMs because they're buying more than just the inventory itself. They're also buying the addressability that comes with deep audience data. Put simply: Advanced TV gives advertisers greater reach and efficiency, and because they're getting more value, they'll pay more for it."

In sum, Green believes that Advanced TV is a "win-win" for advertisers, agencies, content owners - pretty much everyone, including the sell side. 

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6580



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